2014 Digital Trends

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A look at the top eight digital trends set to change healthcare marketing and communications in 2014

Published in: Marketing, Business, Technology

2014 Digital Trends

  1. 1. In partnership with the Health Experience Project, GSW has expanded its fourth annual trends report to include a broader 
 look at the shifts that are changing healthcare marketing.
  2. 2. 2014 TRENDS Consumer Marketing Digital Healthcare Overview Do you ever get the feeling that healthcare and people are just missing each other? Healthcare is full of “do this” and “take that” directives. And people … well, people are full of good intentions, everyday missteps, and the hope that it will get better. The kinds of experiences we need to build today – to get people off the sidelines, to change behavior, to earn commitment – aren’t healthcare-marketing-as-usual. Instead, they’re innovative approaches that engage 
 people in new ways. Here’s the real challenge, though: We live in a world of rapidly changing expectations. But, our approval processes aren’t as fast. They’re long and rely more on insulating risk than innovating experience. The opportunity is finding the smart risks, the ones that can truly change our marketplaces. To prepare for where the world is going – not just respond to where it’s been. That’s where trends come in.
  3. 3. We look at trends to understand our customers’ new expectations for brand interactions. The ones built on their day-to-day experiences with technology, culture, and media.   This year, we’ve uncovered actionable trends in four key areas: consumer, marketing, digital, and healthcare. We’ll use those trends to systematically point to new opportunities for healthcare marketers and spur innovation. 
 We’ll ask, “What Could Be?” for healthcare brands 
 and customers. And deliver bold new solutions that change that business-as-usual game. Leigh Householder Chief Innovation Officer GSW Core Contributors Abigail Schmelzer Alex Bragg Alex Brock Amanda Joly Bruce Rooke Eduardo Menendez George Van Antwerp Jason Sankey Jeffrey Giermek Joel Gerber Joy Hart Kathryn Bernish-Fisher Matt Cash Michael Donahoe Nick Bartlett
 Rupert Dooley Ryan DeShazer Shawn Mullings 
 Tyler Durbin
  4. 4. Digital Trends: A New Minority In 2014, a whole bunch of digital trends will crest the adoption curve to reach mass acceptance. From the number of people who grew up with the internet, to the percent who access it on the go, to big new shifts in how we use social media, this is the year that digital minorities become digital majorities. We’re following eight trends that show the big shifts in expectation and experience for this new world of everyday, everywhere digital: 1. 2. 3. 4. 5. 6. 7. 8. An internet of more things Social diaspora Natives rule My superimposed life Printing pixels The multi-tasking mob Wear it. Share it. Compare it Tossing our cookies 4
  5. 5. 1. AN INTERNET OF MORE THINGS In Short Advances in low-cost, low-power technology will make 2014 the year all our everyday things go digital.
  6. 6. Smartphones & Smarthouses A $5 Connection Changes the Game The idea of the internet of things is pretty simple, although actually creating it is complex: Companies put chips in inanimate objects – cars, thermostats, toys, refrigerators, lightbulbs – that allow those objects to be connected to the internet and controlled remotely. Until very recently, connecting things like your home lighting or thermostat or refrigerator to the internet required a lot of technical expertise, electricity, and money. Smartphones are the gateway drug. They’re a Swiss Army knife of sensors – an accelerometer, a compass, GPS, light, sound, altimeter. And, they’re a remote control to each person’s personal growing internet of things – from home electronics to car locks to entire health monitoring systems. New chips from companies like Qualcomm, Intel, and Texas Instruments have changed that. Today’s connections are inexpensive, power-efficient, and able to quickly connect pretty much anything to the internet via Wi-Fi, or to a mobile phone via a standard called Bluetooth Low Energy. Anticipatory Computing Replaces the Web The internet of things will become an invisible navigator of what we need from the web. It will sense our actions, locations, emotions, and more to serve up just the right content at the right moment. Our things themselves will start working together in unexpected ways. A person’s sleep monitor might alert a coffee pot to start brewing, which might also reset the thermostat, disarm the home alarm, and take a morning glucose read. 6
  7. 7. Smartphones & Smarthouses A $5 Connection Changes the Game The idea of the internet of things is pretty simple, although actually creating it is complex: Companies put chips in inanimate objects – cars, thermostats, toys, refrigerators, lightbulbs – that allow those objects to be connected to the Internet and controlled remotely. Until very recently, connecting things like your home lighting or thermostat or refrigerator to the internet required a lot of technical expertise, electricity, and money. Smartphones are the gateway drug. They’re a Swiss Army knife of sensors – an accelerometer, a compass, GPS, light, sound,Learning Thermostat learns The Nest altimeter. And, they’re a remote control to each person’s what temperatures you like, turns itself down growing internet of things be personal when you're away, and can – controlled from anywhere locks to from home electronics to car over Wi-Fi. entire health monitoring systems. New chips from companies like Qualcomm, Intel, and Texas Instruments have changed that. Today’s connections are inexpensive, power-efficient, and able to quickly connect pretty much anything to the internet via Wi-Fi, or to a mobile phone via a standard called Bluetooth Low Energy. Anticipatory Computing Replaces the Web The internet of things will become an invisible navigator of what we need from the web. It will sense our actions, locations, emotions, and more to serve up just the right content at the right moment. Our things themselves will start working together in unexpected ways. A person’s sleep monitor might alert a coffee pot to start brewing, which might also reset the thermostat, disarm the home alarm, and take a morning glucose read. 2
  8. 8. Boom in Connected Devices 550,000,000,00 Only 1% of things that could have an IP address today do. Leaving 99% still asleep. By 2020, it’s estimated there
 will be 550 billion connected devices. 1,000,000,000 1,000,000 1,000 1984 1992 2008 2020 7
  9. 9. 2. SOCIAL DIASPORA In Short In the post-Facebook era there is no one place where people congregate. 8
  10. 10. Facebook Quitters Turn the Tide Sure, teenagers say Facebook is uncool, but waning enthusiasm for the uber network goes way beyond the Snapchat generation. People of all ages are committing virtual identity suicide by quitting or taking long hiatuses from the social giant. Importantly, there’s no one place people – or even generations of people – are going. Pinterest, Tumblr, Instagram, Snapchat, Google+, Qzone, Twitter, Vine, and others are dividing attention and delivering new kinds of content and experiences. They Call it JOMO 59 College students aren't sticking to Facebook, with user numbers declining 59% to 4.8 million 80 The 55+ have taken to Facebook, with more than 28 million users in that demographic, an 80% growth % – + % One of the big drivers behind the moves is that Facebook isn’t the kind of social play people want anymore. Its endless feed of vacation photos, dinner destinations, and status updates feels to many less like sharing and more like bragging. For many, it’s started to feel like work. That’s created a new human need, one people call JOMO, the joy of missing out. It’s how people are actively trying to shut out distractions and focus on the moment. 9
  11. 11. Facebook Quitters Turn the Tide Sure, teenagers say Facebook is uncool, but waning enthusiasm for the uber network goes way beyond the Snapchat generation. People of all ages are committing virtual identity suicide by quitting or taking long hiatuses from the social giant. Importantly, there’s no one place people – or even generations of people – are going. Pinterest, Tumblr, Instagram, Snapchat, Google+, Qzone, Twitter, Vine, and others are dividing attention and delivering new kinds of content and experiences. They Call it JOMO 59 College students aren't sticking to Facebook, with user numbers declining 59% to 4.8 million 80 The 55+ have taken to Facebook, with more than 28 million users in that demographic, an 80% growth % – + % One of the big drivers behind the moves is that Facebook isn’t the kind of social play people want anymore. Its endless feed of vacation photos, dinner destinations, and Photograph by Peter Hapak status updates feels to many less like sharing and more for TIME 
 like bragging. For many, it’s started to feel like work. Read > That’s created a new human need, one people call JOMO, the joy of missing out. It’s how people are actively trying to shut out distractions and focus on the moment. 3
  12. 12. buy The Next Era of Social Is Instant One of the ways users are creating these more genuine, unfettered exchanges that don’t require Facebook polish is instant social exchanges. For some, particularly younger users, that means instant messaging services that don’t save exchanges, like OkHello, Snapchat, and WhatsApp. For all users, Twitter is quickly becoming the forum for real-time, instant communities. Those ad hoc conversations bring together strangers united around one interest, like an awards show, a sporting event, or even a right-now travel deal. TweetAFlight allows followers to buy airline tickets via Twitter. Registered users just respond “buy” to a tweeted deal to instantly purchase the ticket
  13. 13. buy In the Q1 2013 Stream Social Report, GWI reported that Twitter was the 
 fastest-growing social platform between Q2 2012 and Q1 2013. The Next Era of Social Is Instant Much has changed in a quarter, however, TweetAFlight allows and now with a year-on-year comparison, followers to buy airline One of the ways users are creating these more genuine, unfettered we see that both Pinterest and Tumblr tickets via Twitter. exchanges that don’t require Facebook polish is instant social exchanges. have grown more than any other social Registered users just For some, particularly younger users, that means instant messaging services platform between Q2 2012 and Q2 2013, respond “buy” to a tweeted that don’t save exchanges, like OkHello, Snapchat, and WhatsApp. by 88% and 74%, respectively. deal to instantly purchase the ticket. For all users, Twitter is quickly becoming the forum for real-time, instant communities. Those ad hoc conversations bring together strangers united around one interest, like an awards show, a sporting event, or even a right-now travel deal.
  14. 14. 3. NATIVES RULE In Short With the digital demographic taking the helm, life and work may never be the same. 11
  15. 15. The Digital Tipping Point 2014 is another critical tipping point in the fast-moving evolution of our digital culture. This year, Digital Natives will outnumber Digital Immigrants for the first time.
 2014 TIPPING POINT That means there will be more people
 who grew up with computers, video games, and the internet than those who adopted them later. The new majority has a different expectation for experience – one that is incredibly individual and dependent on content and context. Teenagers entering high school this year weren't even born when Google launched in 1998 Digital immigrants Digital natives 12
  16. 16. An Evolving Experience Gap Shifting Media Preferences Many of you reading this will have been to a library at some point in the past, possibly used an Encyclopaedia Britannica, even navigated the Dewey Decimal system to locate a book or, worse, microfiche. Others have no idea what we’re talking about. Research and learning for them has always started with Google, mired in Wikipedia, and occasionally detoured to Urban Dictionary. What’s considered “innovative” for an immigrant is normal to natives. You know the basics: more video, less television; more mobile, less desktop; more social, less spider. But natives are also adopting “old” media without the “old” context. More are willing to pay for news coverage, subscribe to news feeds and apps, and generally use newspapers, even if they’ve never actually held one. All that screen time has changed their expectations for work and professional interactions, too. They’re blurring the lines between life and work and expecting social and collaborative access on every project. The difference this year is that those natives are the new normal. The majority that brands, entertainers, and educators are creating for today isn’t people who have to learn the language of digital, it’s the people who created it. 13
  17. 17. 2014 TIPPING POINT 2000 2004 2009 2014 2020 In 2014, the majority of doctors will have started practicing medicine after the internet went mainstream. They've relied on digital interactions for their entire careers 14
  18. 18. 4. MY SUPERIMPOSED
 LIFE In Short Finding real-life things in the decidedly digital world. 15
  19. 19. Bringing Toys to Life Games for players of all ages are increasingly pairing physical playing pieces with interactive experiences. This new category of pervasive gaming lets players use those tangible objects – like figurines, chips, or boards – to change the experience of the digital game. They opened the door for physical games to integrate with digital elements, too. The latest Monopoly board lets users dock an iPad that instantly becomes bank and game master. Even books are trying out the trend. The comic book Space Ducks includes cutouts of several elements that readers can use to interact with their iPads. Each playing piece has a RFID chip that tells the game just what it’s able to unlock or do for the player, and what’s still off limits until they get the next piece. Children’s Play Leads the Way Skylanders and Disney Infinity were among the first to bring mass-scale collectible figurines that users can sit on a “portal of power” or other video gaming peripheral to send the real-life characters into the digital game. Skylanders was the bestselling console and handheld video game in Europe and the U.S. in 2013, grossing over 
 $1.5 billion in revenue 16
  20. 20. Bringing Toys to Life Games for players of all ages are increasingly pairing physical playing pieces with interactive experiences. This new category of pervasive gaming lets players use those tangible objects – like figurines, chips, or boards – to change the experience of the digital game. They opened the door for physical games to integrate with digital elements, too. The latest Monopoly board lets users dock an iPad that instantly becomes bank and game master. Even books are trying out the trend. The comic book Space Ducks includes cutouts of several elements that readers can use to interact with their iPads. Each playing piece has a RFID chip that tells the game just what it’s able to unlock or do for the player, and what’s still off limits until they get the next piece. Children’s Play Leads the Way Skylanders and Disney Infinity were among the first to bring mass-scale collectible figurines that users can sit on a “portal of power” or other video gaming peripheral to send the real-life characters into the digital game. Skylanders was the bestselling console and handheld video game in Europe and the US in 2013, grossing over 
 $1.5 billion in revenue. Console and handheld video game 5
  21. 21. Pizza Guys Are 
 Getting in the Game The trend is now morphing into a business opportunity for lots of real-life things, including pizza delivery. Pizza Hut created an Xbox 360 app that lets customers order pizzas and sides from the comfort of their gaming consoles. 
 They sold $1 million worth of pizzas in the first four months, 11% of which were to first-time customers. The Pizza Hut Xbox 360 app made over $1 million in just four months 17
  22. 22. 5. PRINTING PIXELS In Short From the cloud to your bookshelf.
  23. 23. Social Media You Can Touch We collect our life’s adventures in social media – posting pictures, videos, and stories on all kinds of platforms. Increasingly, people want – and can have – a way to pull that digital content back into their reality. New companies and tools are popping up that make it easy to translate social feeds into artifacts and keepsakes, like printed memoirs, custom books, comics, even mail. A New Dimension 3D printing will let us pull even more things out of cyberspace, bringing sketches to life or even reinventing ourselves. 
 At CES this year, Cubify offered a sneak peek at 3DMe, a service that lets users create 3D action figures of themselves (extra muscles and cool cape included). Things you can print an Instagram photo on: clothing, coasters, pillowcases, magnets, cookies, chocolate, marshmallows 19
  24. 24. Social Media You Can Touch We collect our life’s adventures in social media – posting pictures, videos, and stories on all kinds of platforms. Increasingly, people want – and can have – a way to pull that digital content back into their reality. New companies and tools are popping up that make it easy to translate social feeds into artifacts and keepsakes, like printed memoirs, custom books, comics, even mail. A New Dimension 3D printing will let us pull even more things out of cyberspace, bringing sketches to life or even reinventing ourselves. 
 At CES this year, Cubify offered a sneak peek at 3DMe, a service that lets users create 3D action http://cubify.com figures of themselves (extra muscles and cool cape included). Things you can print an Instagram photo on: clothing, coasters, pillowcases, magnets, cookies, chocolate, marshmallows. 6
  25. 25. Self-Publishing Our Doodles Consumers are also digitizing content for the express purpose of creating artifacts. 
 Amazon Kindle Direct Publishing 
 (KDP), Smashwords, Nook Press, Kobo Writing Life, Lulu.com, and epubli are all online digital presses that let writers and creators publish their work in digital and print formats. Stunning, custom-printed books, created from Paper 53 app These books and e-books include everything from a family cookbook collection to a breakout first novel. 20
  26. 26. Self-Publishing Our Doodles Consumers are also digitizing content for the express purpose of creating artifacts. 
 Amazon Kindle Direct Publishing 
 (KDP), Smashwords, Nook Press, Kobo Writing Life, Lulu.com, and epubli are all online digital presses that let writers and creators publish their work in digital and print formats. 30% of e-books in the online marketplace are 
 Stunning, custom-printed books, created from Paper 53 app. (that’s equivalent to 100 million, or self-published These books and e-books include the stock of a large bookshop chain). everything from a family cookbook collection to a breakout first novel. 7
  27. 27. 6. THE MULTI-TASKING MOB In Short Thanks to new digital hookups, “they” will just do it for you.
  28. 28. The TaskRabbit Economy There are 20,000 approved rabbits on the internet. They’re life freelancers looking to make a little extra money by doing the everyday tasks others don’t have the time or skills to accomplish, like cleaning garages, painting apartments, assembling Ikea products, and buying groceries. An online matching system makes it as easy as eBay to promote a chore and get bids on getting it done. Neighbors Delivering to Neighbors These distributed workforces are a new delivery vehicle for retailers and other business. Walgreens recently started a pilot that will allow users to order cold and flu remedies from their local Walgreens and have them delivered by a neighbor at a time that works for both of them. Over the holidays, Deliv rolled out crowdsourced same-day delivery at several malls in the San Francisco Bay Area. Walmart, Target, Amazon, and others are reportedly cheffing up their own plans to get customers who come into the store to deliver to customers who don’t want to leave their homes. Crowdsourcing: Crowd + Outsourcing Never has there been a truer definition of the term Jeff Howe coined. These new services have reinvented the Craigslist-style bulletin boards of the 1990s. They offer buyers security and sellers access. The digital hookups are focused and carefully supervised, and they take huge advantage of smartphones. Rabbits and other freelancers can use the companies’ apps to take a job near them any time of day and confirm completion and payment. 22
  29. 29. The TaskRabbit Economy There are 20,000 approved rabbits on the internet. They’re life freelancers looking to make a little extra money by doing the everyday tasks others don’t have the time or skills to accomplish, like cleaning garages, painting apartments, assembling Ikea products, and buying groceries. An online matching system makes it as easy as eBay to promote a chore and get bids on People getting it done. want the digital gigs. 
 For every 5-7 workers needed, Deliv gets about 200 applications. What could you save if you outsourced your life? Neighbors Delivering to Neighbors Over the holidays, Deliv rolled out crowdsourced same-day delivery at several malls in the San Francisco Bay Area. Walmart, Target, Amazon, and others are reportedly cheffing up their own plans to get customers who come into the store to deliver to customers who don’t want to leave their homes. Crowdsourcing: Crowd + Outsourcing Never has there been a truer definition of the term Jeff Howe coined. These new services have reinvented the Craigslist-style bulletin boards of the 1990s. They offer buyers security and sellers access. Average Prices of Popular Tasks: These distributed workforces are a new delivery vehicle for retailers and other business. Walgreens Grocery Shopping $35 recently Handyman that will allow users to order started a pilot $85 Housecleaning $60 cold and flu remedies from their local Walgreens and have them delivered by a neighbor at a time that works for both of them. The digital hookups are focused and carefully supervised, and they take huge advantage of smartphones. Rabbits and other freelancers can use the companies’ apps to take a job near them any time of day and confirm completion and payment. 8
  30. 30. Tap to Ride Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we make cities more accessible, opening up more possibilities for riders and more business for drivers. From our founding in 2009 to our launches in over 50 cities today, Uber's rapidly expanding global presence continues to bring people and their cities closer. 23
  31. 31. 7. WEAR IT. SHARE IT. COMPARE IT. In Short Wearable technology gets smarter, cheaper, and more mainstream in 2014.
  32. 32. 2014 Is the Tipping Point Whether it's a smartwatch on your wrist, a life-logging camera worn like goggles, or a fitness band around your arm, wearable technology will be worn by a critical mass of consumers in 2014. The adoptable technology will be focused on way more than fitness, though. The features that will convert the masses will record steps, but they’ll also focus on automatically tracking other critical parts of well-being like stress, sleep, and nutrition.
 In fact, the AIRO wristband will track automatically the calories you consume and the quality of your meals. With a builtin spectrometer, AIRO uses different wavelengths of light to detect nutrients released into the bloodstream as they are broken down during and after your meals. The wearable 
 tech market is expected to grow to 100 million units by the end of 2014 25
  33. 33. Not Just Jewelry Anymore Healthcare Takes the Lead For people who keep losing those clip-ons, 2014 promises much-easier-to-wear technology. A new wave of wearable smart garments will balloon the smart clothing market to $2.03 billion by 2018. This bio-sensing apparel can track a pregnancy, daily health and wellness, even your heart rate. Buyers are looking to wearables to be more and more prescriptive. They don’t want to just collect data or see their accomplishments in social media. Instead, they want interpretations of that data and recommendations on how to change their workouts, diets, or lives. And, headgear is definitely on the horizon. Google Glass was a controversial leap in wearable display, but behind it are all sorts of goggles and glasses that deliver data, take photos, and immerse users in virtual reality. They’re taking their readouts to trainers and physicians, and introducing a whole new diagnosis tic in the gym and in the exam room.
  34. 34. 21 According to Pew Research, 21% of Americans already use some form of technology to track their health data 72 A recent poll found 72% of people would only buy the tech if it looked good % % One We’re Watching 67 % 67% said the devices 
 would need to fit with their personal style Razer Nabu integrates smartwatch-like features – such as the ability to display texts, phone calls, and social media alerts – into a fitness band. It can also communicate with other Nabus to share information. For instance, via LinkedIn or Twitter you could instantly exchange info or follow someone by shaking hands. 27
  35. 35. 8. TOSSING OUR COOKIES In Short It’s time to rethink everything we know about online identity. 28
  36. 36. Have You Cursed the Cookie? 2 % 2% of shoppers convert on the first visit to an online store Ask a marketer and you’ll hear that cookies are a key way to deliver a personalized experience. Ask your average consumer and you’ll hear words like tracker, install, and unsuspecting users. That little piece of text is a big bad guy in the internet privacy wars. One that just might be going away. That’s huge because tracking is core to digital advertising. Cookies that follow your online activity and referrer notifications that tell a site where its traffic is coming from are how companies of all sizes have targeted advertising for years. 
 But cookies require permission in Europe and have serious privacy issues everywhere. Referrers are getting hard to trace as search engines like Google are encrypting search results. 98 % Retargeting brings back the other 98% Off by Default The newest versions of the most popular browsers are now being launched with cookies turned off by default. Even if they are turned on, three in ten users delete their cookies regularly. One way or another, we’re looking at the end of an era. 29
  37. 37. EU Consumer Cookies 69 A Battle for the Next Protocol 73 OK, this is the secret battle for the future of the internet that you might not have heard of. It’s pitting giants like Facebook and Google against internet service providers, browser manufacturers, and mobile operating system vendors. Needless to say, it’s big. % % 23 % What they’re fighting over is how they’ll fill the void. It could be a universal ID system like Facebook ID or Google AdID, one that gives users control of their privacy settings across the entire digital experience from one place. 
 Or it could be something entirely new and native to browsers. Either way, we could be 12 months away from a cookieless world. Consumers who know what a cookie is Consumers who regularly manage their cookies Consumers who would accept a website’s cookie 30
  38. 38. To discuss this report live, request another module, or 
 schedule a presentation of trends, please contact Leigh Householder at 614-543-6496 or leigh.householder@gsw-w.com. Sources
 U.S. Census, Cisco, Fast Company, LBi Health, The Bookseller, CSR, Pew Research, econsultancy.com, Cubify, fiftythree.com, TweetAFlight, Activision, Business Insider

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